Internet Marketing Techniques

 

1.  Public Relations 

Publicity, in its various forms, raises the visibility of a company's name and increases recognition (and acceptance) of our services and products. It is a substantial lead generator --  probably the most cost -- effective method available. It can be used as a research tool to measure specific market category interest in specific services. It can be reprinted and used as a sales promotional tool and as a re-enforcement of presentations. Best of all, when properly executed and continuously pursued, it is less costly and received with more credibility (perceived as editorial endorsement) than paid advertising space.  

Most of the media now have capabilities to receive press releases online.  Our Automated Press Release Service is the largest database of media contacts online now has over 10,000 contacts in 37 countries.   A press release is written and distributed to these contacts via a list server.  They do not want to receive literature or attachments (see APet Peeves of the Press@ ).  However, they have been known to contact people for an in-depth article. 

E-mail press releases should be 250-500 words in length, should be 60 characters maximum per line and should not have any fancy fonts, bold text, italics, etc.  And never include an attachment.  

Clipping services are almost non-existent online.  And those that may be available only look at major publications.  You can do a Areverse search@ if you direct folks to a web site.  Search for those sites that link to you rather than search for a keyword.   

The piece submitted to the press as well as any releases printed becomes content for your site and for your press kits.  

2.   Search Engines: Ensuring high search engine position

 There are over 3,000 Asearch engines@ some of which are true search engines and others which are free for all (FFA) links which work like search engines.  They are a way for people to find you and, in many cases, there are specialized search engines dedicated to specific industries or functions.

 Each search engine has different criteria for submission, and you have to review them all to understand their criteria.  The first 200 characters are the most important part of your site - it=s what many search engines pick up.  Use them wisely!  Forget the AWelcome to my website...@  Some search engines use Meta Tags, which are technical code in your html that will tell the search engine what to use for keywords, distribution, etc.

The use of the best keywords are critical for success.  One service reviews all the search engines and publishes a list of the top 200 keywords used.  Using this service, you can determine which works best for you.  http://www.mall-net.com/se_report/

One rule to follow is ASubmit often, but don=t spam.@  If you have a change in your site, re-submit it.

3.   Banner Ads

Banner ads have proven to be the least effective method of generating business, but one of the best ways to conduct an awareness campaign.  A banner ad may be placed on a site, and a visitor would click on that banner to come to your site.  Payment for banner ads is usually on a Aclicks per thousand@ (CPM) basis, i.e. the number of times a visitor views your ad.  This doesn=t mean they will visit you, rather your ad is served up to the visitor. 

A second method of payment is based on results B Aclick thrus.@  You pay every time somebody clicks through an ad on a site.  This method is losing popularity, as it is heavily weighed in favor of the ad company. 

Banner ads will appear whenever a visitor visits a site where you have an ad.  They do not appear based on selected text used (see keywords below). 

Banner ad costs range from $2 per CPM and up, with the typical cost being $20 CPM.    

Closely related to banner ads are the purchase of keywords, which are more directed to your audience=s needs.  For example if somebody enters Adisease@ in a search engine, and if the Center for Disease Control purchased a Adisease@ keyword, their banner ad would appear. 

The cost of keywords ranges from $20 CPM to $100CPM.  The results (purchasing) is not much higher than normal banner ads, but the awareness campaign is greatly improved.

5.   Text-sensitive keywords    

Text-sensitive keywords is a  new method of advertising that has just appeared on the Net.  As a visitor scrolls down a site viewing content, the banner ads change depending on the words the visitor reads.  Since this is new, there is no history on results and the costs have not been defined.

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